Hold It Right There! : An Examination of the Approach-Aversion Effect in Virtual Reality

Abstract

Abstract. The approach-aversion effect refers to a devaluation of approaching (vs. static) stimuli and is attributable to the fact that being approached is threatening. However, the explanation and the generalizability of this effect still remain unclear. To fill this gap, we provide a powerful test of the approach-aversion effect using Virtual Reality. Participants evaluated approaching and static virtual individuals for which we manipulated the threatening nature via their emotional facial expressions (Experiment 1), their group membership (Experiment 2), and the agency of their movements (Experiment 3). The results suggest a general approach-aversion effect which is attenuated when the self (vs. the target) initiates the movement. We thus bring convergent evidence that being approached is threatening.